Systems and methods are disclosed for selecting a digital component for a user device based on data derived from connection parameters of the connection between the user device and an access point, without prompting the user for information. Connection parameters are extracted from access point data (e.g., geo-location parameters of the access point) that are specific to the access point and transformed into attributes of a user independently of requesting any submission of personal information from/about the user of the particular device. The attributes of the user are then used to generate a connection profile for the user. The connection profile can include the connection parameters as well as other derived attributes of the user. Based on the connection profile, a digital component is selected to be delivered to the user device.